Moshi Moshi, a communication company, has been entrusted with the branding consulting for Kusha Kapila’s Underneat.
As part of the mandate, Moshi Moshi undertook a comprehensive branding consultancy engagement, encompassing visual identity, including brand aesthetic, and packaging development. The new identity captures Underneat’s core values of comfort, inclusivity, and confidence, inspired by natural body forms and expressed through a clean, elegant design language. The packaging concept reinforces the brand’s philosophy, “the secret to good clothing”, while offering an immersive unboxing experience for consumers.
Ajay Bothra, Co-founder and Creative Director, Moshi Moshi, said, “At Moshi Moshi, we approach every mandate with a deep understanding of the brand’s purpose and audience. For Underneat, our branding work goes beyond design, it’s about creating a distinct, emotionally resonant brand language that reflects inclusivity, confidence, and modern elegance. Both collaborations reflect our commitment to blending creativity and cultural relevance to help brands connect meaningfully with today’s consumers.”
